81. Baking it Down - Reels Really Explained for Real

🎥 Reels Really Explained for RealInstagram Reels must stand for "reel-y confusing," but rest easy, you're not alone. Instagram Reels are new, and are shifting the decade-old photo-centric platform by a lot - which is making things feel a bit all over the place - so we (ahem - Corrie) wanted to cover the "who, what, where, when, and what the heck" of Instagram's newest push - Reels. To understand why Reels are a thing, it's important to understand how Meta (Facebook) was losing users to competing app, TikTok. Unlike the photo-focused platform of Instagram with beautifully curated feeds and follower/following metrics that guaranteed limited reach, TikTok opened the floodgates to creating seemingly overnight sensations. In the world of marketing, we call this "opportunity," and so did millions of users (graph below from 2018 - and that's pre-pandemic). Why did people prefer TikTok over social media behemoth, Instagram? According to Instagram, 😍 it's TikTok's relaxed algorithms and verticle video content that kept users comin' back again and again to hear the next trending song about corn. 👀 Instagram wasn't one to be above copycatting what was working for its competition and snuck Reels into its platform in 2020 limiting the videos to 60 seconds (two-thirds shorter than TikTok's 3-minute limit - TikTok is now at 10-minute limits for some creators). With a loosening of the unforgiving Instagram algo and the new ability to possibly go viral on a platform we've come to know and (debatably) love, users flocked back to Instagram torn between now two very similar apps. 💰 But Instagram wasn't stoppin' at completely copying the Bytedance-owned company - to counter TikTok's Creator Fund - the payment paid towards creators who merit a certain number of views - Instagram launched the Reels Play Bonus Program (weirdly long name, but I digress).How to sign up? 🤔 Well - here's the thing - you can't. You've gotta be "chosen" and to be chosen? You've gotta be producing content - Reels content - on Instagram. Once offered access to the program, a window opens up for 30-days with a payment threshold essentially saying, "If you can get X views, we'll pay you Y - but you have to do it before the door closes by Z." Once the door closes, you're booted from the Bonus Play Program until the offer randomly appears again and the entire process repeats.To get into the "pay-to-play" platform, your Reels must follow these rules: 📸  Your reel cannot be claimed by another rights holder. 📸  You can't have received 3 strikes for reels violations 📸  Your reel can't contain branded content. 📸 Your reel can't be watermarked.📸 No bad words! 📸 No fake / bought views. Once you sign up, though - 🤑 the cold hard cash spends well. Corrie got a payout of $500 before she reached the cap (Facebook / Meta require your tax details for reporting - so none of that "under the table" stuff). So - should you be creating Reels? The answer? It depends. Like I always say - it comes down to a math problem. If you want to get more followers - Reels would be your best bet. If you want to get more local sales? I think your time would be better spent hosting a pop-up or teaching a cookie class. If you're selling to other bakers? Reels may be a quick ticket to them - but then again, it may be a quick ticket to going viral for all the wrong saran-wrapped reasons. 

Om Podcasten

👋 Hey - Heather and Corrie here with the Baking it Down Podcast with Sugar Cookie Marketing (a group on Facebook full of sugar cookiers turned business owners). 🍪 We're here to help you rise with your reach, flood with new followers, bake up new ideas, and make that all-important dough (while makin' that dough - see the pun there?) 🤑. What’s it about? We’re a Facebook Group turned Podcast, Membership, Book Club, and Baking 101 that’s dedicated to assisting bakers in effectively marketing online to generate more sales and better manage their businesses. 🧠 With free Facebook Live classes, hundreds of resources, and thousands of like-minded bakers, there’s a lot to learn in "SCM" (aka Sugar Cookie Marketing). ️🎧 As an extension of our Facebook group, this podcast is here to let you learn by listening. 📈 We'll cover group topics, marketing trends, and more (leaving this wide open in case Corrie wants to start singing). 💸 We take the sweet art of selling online to the cottage bakery world with marketing methods that move products (and pastries).👂 So open up those glorious ear canals because we have a podcast! Just when you’ve thought you’ve “heard” it all with those marketing "miracle" twins (that's our last name - not a proclamation), we’ve got something just for you each week! 🥣 As a baker, you don't always have the luxury of two hands needed to scroll in Sugar Cookie Marketing Group or crack open a book in Sugar Cookie Bookies, but what you can do is listen (unless you're my kid asking “what’s for dinner” for the millionth time). 👐 Hands full of flour? No problem! 👍 18 dozen iced cookies due tomorrow? Let’s do this. The Baking it Down Podcast by Sugar Cookie Marketing is a weekly podcast geared toward helping you grow your bakery business - dropping (almost) every Tuesday. 📅 We choose a topic each week that's either something new and emerging in the world of social media or something that we saw in "The Group" that was a hot topic and we bake it down... I mean, "break" it down for you. 🗯️ What you can expect in the podcast is about an hour of chit-chat with the meat and potatoes right at the beginning of the episode. 🥔 That’s when we dive into the marketing topic of the week! 📞 Oh yeah, folks can call / text / email in with their questions too - a fun way to hear from other bakers out there. Our promises to you: 1️⃣ We always make it clean = no cursing. We understand that you are busy and could be around little ones while also trying to get your weekly dose of business growth so we make sure that each episode would make our grandma proud and keep it clean so you can listen while also living your life. 2️⃣ We always make it fun. There’s a lot of negativity in the world so we try and make the podcast an upbeat and fun learning experience for you. I mean, we try to make the Instagram updates and changes as happy as we can, but come on Instagram! Give it a rest! No more changes! 3️⃣ Other than that, we take a positive approach to marketing We are also *not* professional podcasters. I feel like we need to say this because, hey, sometimes we get giggles! We do our best to extend our marketing knowledge to you all free of charge each week at the cost of listening to our higher-than-normal pitched voices and the occasional giggle spree. 4️⃣ You can find the podcast on all the major platforms and you can typically expect a new episode each Tuesday afternoon (unless life happens). We invite everyone to listen. Either start from the beginning or work backward! The episodes don’t build off themselves so you won’t be confused hearing one before the other. You just might miss new Lives we mention but you can always catch the replay in the Sugar Cookie Marketing Group on Facebook!